MediaPost: Advertisers Slate Q2 To Field Ambitious Advanced TV Trials

Television advertisers and media sellers are getting together under the auspices of the Association of National Advertisers to test several new interactive television media products. Billed as a means to validate several new concepts, such as addressable video advertising, the study organizers seem to be ignoring the fact that advertisers have had positive hard number validation for many of these technologies for years. The limiting factor has been less proof of concept, and more one of structural inertia within advertiser companies and agencies.

Four advertisers have already signed up, with two on deck and organizers hoping another half dozen will join in the near future. The results will be made public to the advertising community.